Elaine Wallace

Elaine is Professor of Marketing at the School of Business.  Previously, she was Associate Professor in Marketing and Head of Department at University of Galway.  Elaine also previously worked in marketing, brand management, and product management roles in companies including Siemens Limited, Unilever, SmithKline Beecham and Boots Healthcare.   

She completed a PhD at the University of Birmingham, UK, focusing on service employee performance and brand building.  Her research interests and expertise lie in branding.  Specifically, she investigates consumers' relationships with brands on social media and the impact of social networks and new technologies on consumption and on the self-concept. She also explores frontline employees as brand builders, and her research has investigated employee burnout, organisational citizenship and employee sabotage behaviours, as well as employee adoption of corporate values and internal brand building.  Elaine is also a Senior Advisor on Brand Equity for Accenture. 

Elaine has published her research in scientific journals including Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, Journal of Business Ethics, and Journal of Services Marketing.  Elaine has also been an invited speaker and is a regular presenter at conferences including EMAC, the Academy of Marketing Science Conference, and Frontiers in Services. Her research is, in part, supported by funding from Enterprise Ireland and the Irish Research Council. She is also a member of the funded Grupo de Investigación GENERES, University of Zaragoza, Spain.

Elaine is an Associate Editor of the Journal of Product & Brand Management, an Editorial Review Board member for the Journal of Brand Management, and was an Editorial Team member for the Journal of Business Research.  She is a member of the Academy of Marketing Science and the European Academy of Marketing (EMAC), and was elected EMAC's National Representative for Ireland (2013-2016).  She has also organised conferences internationally and nationally, including Masterclasses for industry leaders, and she has delivered Masterclasses on Branding for MBA students of Aix-Marseille University, France, and University of Coimbra, Portugal. 

Elaine is co-author of the textbook 'Creating Powerful Brands' (4th Edition) with Professors Leslie de Chernatony and Malcolm McDonald.  Her research led to the development of teaching modules in the area of Branding.  She holds a Digital Badge in Universal Design in Teaching and Learning, and she was a recipient of the Dean's Award for inclusive teaching at the University of Galway. Elaine also served as External Examiner at the University of East Anglia, UK, and serves as a PhD Examiner in Ireland, UK and Europe.